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Video discovery and distribution service Taboola will focus more this year on measuring the type of traffic and visitor interaction it generates for publishers, said Adam Singolda, CEO of Taboola, during an interview taped at the recent Beet.TV executive retreat.

Taboola helps surface video recommendations for Web site visitors to drive traffic and video views, and has started to share some of the metrics it's delivering for brands.

For instance, Taboola conducted a case study with a brand partner that measured the interactions of 1,000 visitors who came to the brand's site via the Taboola network, and another 1,000 who arrived from other sites. The results showed that Taboola users tweeted three times more and commented four times more, demonstrating more engagement and "intent" with the content, Singolda explained.

"We're going to measure the quality of the traffic for the content and how to scale it," Singolda said. Those metrics include pages per session, time spent on a site, and return visits. Taboola reaches more than 200 million unique viewers per month across publishers such as Bloomberg, the New York Times and USA Today.

Singolda adds that publishers are focusing on finding ways for users to interact with content not just on-site, but also when it's syndicated beyond a publisher's domain.

"The future belongs to publishers who will own the intent of users who interact with content outside of their domain because that usually means they will come back," Singolda said.